A self-serve ROI calculator converts MQLs better than any whitepaper. Gated with email = qualified lead signal.
Build a simple ROI calculator specific to your product's value driver. Gate it with email capture. The lead who fills in their own numbers and sees a positive ROI has already sold themselves — they just need someone to help them justify it internally. Use realistic conservative inputs as defaults. Follow up within the hour with a personalised email referencing the numbers they entered (webhook from the form to your CRM). This is the highest-converting gated content format in B2B SaaS.